The majority of US marketers (86.8%) are going to use Facebook for their social marketing campaigns in 2019 according to the latest forecast provided by researchers at eMarketer.
Another 73.2% are using Instagram to advertise whilst Pinterest (34.1%) and Snapchat (30.7%) are less popular channels.
Arguably, this may reflect marketers’ desires to reach broader audiences with Pinterest and Snapchat being more skewed towards females and younger shoppers.
Facebook has become a key platform for retail marketers to drive traffic. In fact in Q1 2019, the network drove 80.4% of all US social referrals to retail sites, followed by Instagram (10.7%) and Pinterest (8.2%).
“The first platform for many marketers is Facebook, mainly because of the size and scale,” said Zvika Goldstein, chief product officer of Kenshoo, a digital advertising technology platform, who was interviewed for our recent “Social Commerce 2019” report. “But in certain categories, they look at Instagram as the stronger vehicle for eCommerce.”
Meanwhile, Instagram has bolstered its shopping features with the launch of Checkout and various other additions to make the shopping experience more seamless. For example, in May the popular imaging app added functionalities for creators to tag shoppable products.
Similarly, Pinterest has been busy extending its shoppable options by adding dedicated Shopping Ads and Catalogs features for advertisers and retail marketers.
“Pinterest is a really popular platform for planning your wedding, and you’re doing that over a year,” explained Rachel Tipograph, founder and CEO of MikMak, an ecommerce platform for social video. “But if you’re a performance marketer, you look at ecommerce sales through a 24-hour and seven-day lookback window. In that universe, Pinterest often doesn’t get credit for the sale.”
However, it’s worth noting that social commerce is still in its infancy with just one in six UK customers previously having made a purchase directly on a social media site such as Facebook. Meanwhile, 63% of shoppers have previously clicked on a social media ad.